The world is moving faster than ever, and with the advent of new technologies, it’s only going to get faster each day. Top companies are achieving sales optimization through automation and embracing themselves for better returns and efficiency. It helps that they get happier customers and employees as an add-on. The whole idea of automation is to let it take care of mundane and routine tasks, while people continue to work on strategical tasks.

Sales optimization - anna brackett

And like never before, with the advent of technology like Marketing Automation, CRM, ERM, and more, sales has moved into the world of automation. It’s no longer dependent on people, but rather sales teams have become technology enabled. Now the question is, why has such a drift taken place? While large enterprises have already reaped the benefits of automating, small and medium businesses are slowly, but surely, getting there as well. And here is why:

Advantages of sales optimization

1. Financial advantage:

This tops our list, for all companies are made to generate and increase revenue not only by acquiring new business but also by lowering their costs.  A Harvard research conducted with a few billion dollar companies shows a return of 100% in the first year of using marketing automation. The following are the statistics with regard to sales.

ActivityChange in figures
Sales33% increase
Sales force productivity31% increase
Salesforce attrition40% drop

The rise in productivity also means a reduction in both fixed and variable costs, and in turn, means lower break even through lower productivity costs. The result? You get to optimize your return on investment (ROI). 

2. Improved Efficiency: 

Achieving most out of least effort, viz-a-viz, efficiency, is what all businesses aim towards. Efficiency improves not only the business outcome but also the morale of your sales team. Without automation, the sales team usually gets entangled in multiple activities like telemarketing, content fulfillment at the right time, customer service, lead prioritization, account management, direct sales, direct mail, face to face customer dealing and much more. But with automation, most of the requirements are already automated for the sales team, making their life easier and in turn enhances their effectiveness and efficiency. Another benefit that comes along is that sales can now focus on where it’s needed the most.

3. Integration:

Companies that have implemented automation for sales have realized the benefits of bridging the long existing rift between the sales and marketing. Marketing is now more of an enabler by providing the sales team with appropriate information on the lead. Marketing can help the sales team understand the leads, and what they are looking for, based on their social media and other online activity. While this integration brings marketing and sales to work together closely, it also draws a fine line on the segregation of duties, eliminating much-seen chaos in the past.

Moreover, marketers can provide useful insights on what customers are looking for (via activity history, engagement history, past conversation, etc). They can also create information in the form of graphs and visuals for the sales team. This not only saves time for the sales team but gives them a quick glance into everything they need to know about their leads.

(Here are 5 ways marketing automation can help improve sales)

4. Understand Leads better:

Automation solutions are usually designed in such a way, that a quick glance lets you know everything you need to know about a lead’s activity. With automation, it becomes easier to get insight into the emails, events, website activity and nurturing campaigns that are running for a lead. This, in turn, directly benefits sales, as they can now plan their follow-up with the lead in advance, increasing the chances of conversion

Automation also allows sales to send marketing emails and documents to their contacts easily. They can add/delete contacts from a particular campaign with a simple click. Additionally, they can also set alerts when a lead performs a desirable activity. This allows the sales team to not only manage current prospects but also identify future prospects to target.

5. Enhanced relationship management:

While it is true that no amount of automation can replace human touch, automation can still aid you in building relationships. Marketing can use automation to identify the stages that a lead goes through and use drip marketing to send relevant trigger-based emails to them at the right time.

Automation uses various tactics like lead prioritization, lead scoring, etc. based on their activities, ensuring that the sales team does not miss out on leads that need immediate attention. This immediate attention then brings in a sense of personalization, to cement the relationship with the lead.

(Read more on how lead qualification can align sales and marketing)

We get three main benefits here.

  1. Leads have already been nurtured and hence they are already sales ready
  2. Sales team saves on both effort and time, adding to their overall efficiency
  3. Maximize the conversion probability by following up the leads on time

Since the time of industrialization, automation has only made life easier for mankind, and the results depend on how each business uses the technology to their own advantage. Not to forget that timely adoption is the key to making most of the technology.

Interested in reaping the benefits by automating your sales and marketing? Let us know how Transfunnel can help by reaching out at

You can also join our webinar on 1st of June where we will be showing the real life examples how companies are enabling their sales team using automation and getting benefited. You can register for the webinar here

Sales optimization - webinar

App Store OptimizationApp store optimization (ASO) is the process of improving the visibility of an application on app stores. Developers put in a lot of effort to create, test and deploy a mobile app on app stores. Sometimes the visibility of these apps is not as good as expected even after creating a wonderful app with top-of-the-notch functionalities and an appealing UI. Does this happen with you too? Let me remove your woes!

In this webinar, Akhil Chandra, Founder & CEO of Studio Mosaic will tell you all about a few steps you should take to optimize and rank your applications higher on app stores.

Did you miss the webinar? Don’t worry, we’ve got you covered! :)

View the recording

Here’s a compiled list of few of the questions asked during the webinar: –

App Store Optimization

1) Is search term in Keyword Planner useful for selecting keywords for app stores?

Google’s keyword planner does tell us about the monthly searches and competition for a certain keyword, however, the data provided by it is unique to the keyword’s performance over the search engines and not on app stores. It can be used as an input mechanism to create a list of your keywords, but selection for keywords needs to happen based on data that talks about the traffic and difficulty of the keyword on app stores.

2) Where do I see traffic volume and keyword difficulty for a certain keyword?

Sensor Tower provides you with the traffic volume and keyword difficulty for various keywords.

Sensor Tower

3) For a News app which covers news from 196 countries, is mentioning the name of all the countries in the app description the right way to rank them better in those particular countries?

Mentioning the name of all the countries wouldn’t be very beneficial. Instead, optimizing the description for each country based on the keywords which have more traffic in that country, and then setting up descriptions in their language would be more helpful. Sensor Tower can be helpful for this task. It allows you to check the traffic and difficulty of a keyword based in that particular country.

4) How to find keywords used by competitor apps? Any tools suggestions which would be helpful in finding this?

Sensor Tower can be used to find out the keywords used by the competitor apps.

It has a section called Keyword Spy (App Store Optimization>Keyword Spy) which tells you about the keywords used by the competitor app. All you have to do is enter the name of the app you are competing against.

App Store Optimization

Also, in Sensor Tower, there is a section called Keyword Research (Appstore Optimization> Keyword Research). On entering any particular keyword, it displays a list of apps which are ranking for that particular keyword along with the traffic and difficulty of that keyword.

5) Can you give ideas for optimizing a real estate app?

The function would depend on what and who the app is for. Is it a brokerage app? Or for sourcing clients and buyers. Such apps can be categorized under Real Estate or Lifestyle.  Again the keyword for the app can be selected based on the traffic volume and difficulty of the keyword.

6) Does Google Analytics have any feature to track traffic to the app?

Google Analytics doesn’t provide any feature to track traffic to any app.

7) Are there any free tools available for keyword volume and difficulty?

All the tools mentioned in the webinar do come with a limited period free trial version after which you have to pay for them. There is no good tool which is free at this point of time.

8) Can I show any offer or promo codes in App description?

Promo Codes can be included in the app description. However, they will not increase the search discovery of your app. They can certainly improve the conversion rate of the app download. People may be incentivized to use your app once they discover your app and find out about your promotional offer.

Always write lines in the description which intrigue people to download your app.

LeadSquared PlayStore

9) Are backlinks a ranking factor for Google Play store apps?

Until last year, backlinks didn’t improve the ranking factor of any app on Play Store. However, this year, rumors suggest that backlinks, especially from mobile search might improve the ranking factor. Since Apple and Google don’t reveal their algorithm to calculate ranks, there is no way to know for sure.

10) Does using highlighters (like using stars and mentioning offers) in the description help in ASO?

Using highlighters will only help in increasing the conversion by incentivizing the user, but it doesn’t help in improving the discoverability or ranking of the app.

11) In Play Store, is there any limit on the same keyword that could be repeated?

There is no limit for repeating the same keyword. However, stuffing the same keyword without well-formed sentences might result in the flagging down of your app. If you form a well-formed sentence and mention the same keyword up to 5 times, it wouldn’t be a problem.

12) Do the steps to be taken to optimize your app, differ across various app store platforms?

Yes, every app store has their own algorithm and criteria to rank apps. So, based on this, the steps to be taken to optimize your app on different app exchange platforms would vary completely.

App Optimization
13) How effectively can we use social media for App promotion?

Recently Facebook has become very strict with its algorithm which sometimes doesn’t allow your advertisements/posts to be visible to the people who liked your page. Acquiring new users from social media cannot happen unless you run ads on Facebook. Use App installation as an objective while running ads. Facebook will then show your ads to people more likely to install based on your targeting options.

Social Media can be more useful as a customer engagement platform to spread awareness about using your app better. Write posts on how beneficial your app can be for your target audiences and publish them on your social media channels. Offer discounts and promotions for installing and using your app on social media.

14) Do we need marketing SDK integration for app promotion on various social media and other platforms?

No integration is required just for promoting your app’s page. If you require the analytics of your ads across various Social Media then you would require an integration using SDKs.

Few third party tools like AppsFlyer would require you to integrate with them and would allow you to run ad campaigns across all social media, thereby reducing the effort of integrating with each social media platform individually.

15) Are SEO and ASO similar in terms of logical flow like keyword research & link building?

Though the concept of SEO and ASO are a little similar. they are entirely different when it comes to technicality. App Store optimization is completely about the metadata that you use, whereas SEO has a lot more to it, which makes them quite different.

App Store Optimization

16) Would you suggest having a shorter app name which gives us scope to use more keywords?

A shorter name would always allow you to insert better keywords provided it doesn’t interfere with your brand’s image or name.

17) What is the role of visuals for increasing traffic on the app?

Visuals don’t help in increasing the discoverability of the app. They will indeed help you in increasing your conversion rate.

18) Which is the best platform to run app install campaign?? Google Adwords or Facebook?

The performance of the platform depends on various factors like location, category etc. There is no way to say which platform is better as they both have their merits. You should test both to find out which one is better suited for your business.

In my experience, Facebook performs a little better because of the quality of installs I get from Facebook. Retention rates of users who downloaded the app via Facebook posts are higher.

Apple Search Ads which is currently limited to U.S. is also another great platform which is like the SEM equivalent of the mobile app world.

19) Do app usage and user behavior (like the amount of time spent and the number of times the app was used) affect the app store rankings?

The amount of time spent and the number of times an app has been used does have an impact on the app store ranking.

This helps in increasing the category ranking which ranks an app based on factors like uninstall rate, session length, rating, reviews, etc.

20) What is considered as good conversion ratio?

A good conversion ratio varies between each category.

For example, the conversion rates for games tend to be lower.

A conversion rate of 40% is considered good. 30 – 40 % is decent and conversion rates below 25% are bad.

21) How long should the app description video be?

For Apple’s App Store, the video length has a limit of 30 seconds. Therefore, all the videos should be of 30 seconds or less.

For Google’s Play Store, the recommended length of video should not be beyond 1 minute. 40-45 seconds is a nice sweet spot.

22) How much can mobile push notifications (about offer and blogs) help in app retention?

If the push notifications are not so often that people get irritated by it, push notifications do help in app retention.

People always tend to come back to your app if your push notifications provide them with some value. On the other hand, if people constantly receive offers and deals which are not relevant to them, it may cause them to uninstall your app.

App Optimization - Push Notification

Always send push notifications which are relevant to your users

23) Does having separate landing pages on the web and driving traffic through them to an app store, help in discovery?

Most people discover the apps directly through app stores, and discovery through web search is as low as 6% – 8%. So focus on discovery through the phone itself, rather than getting them on the web and from there to the store.

24) How much difference is there in user behavior of iOS vs Android users? Do we need different strategies for both the platforms?

Android apps generally make money through advertisements and in-app purchases are very less. However, in iOS majority of the revenue comes in from in-app purchases. iOS users don’t hesitate to spend money on in-app purchases, unlike android users. Therefore creating apps with less in-app purchases for android would give better results.

25) Does the app size matter for ASO?

Application size doesn’t affect the ASO. However, the application size matters when it comes to user experience since many countries still have a slower internet connection. In such countries, people might hesitate a little to download heavy apps.

Also, many people still use phones which have less memory. People with such phones will hesitate to download heavy apps.

26) Where can we check the data on the number of times an app is viewed and the compare it with the number of downloads?

You can check for this data under Developer Portal in Apple’s App Store and under Google Play Developer Console for Android.

27) What are the reasons for high uninstall rate?

Following are the few reasons for high uninstall rates, there can be many other reasons as well.

  1. The app isn’t performing as well as it is expected to, crashes frequently.
  2. User installed the app mistaking it to serve another purpose.
  3. They could be bored of it (it happens with a lot of gaming apps)

28) Which are the various tools for ASO for checking the traffic and difficulty scores of a keyword?

Here are a few tools which can be used for checking the traffic and difficulty scores of a keyword: –

  1. Sensor Tower
  2. Mobile Action
  3. Mobile DevHQ
  4. Priori Data


29) How to integrate mobile app and website analytics?

If your question is, whether there is a single tool that does it (mobile app and website analytics), then the answer is yes. You can use Google Analytics, Localytics, Mixpanel, etc. These are a couple of tools that provide analytics for both websites and apps. For apps alone, Flurry and Localytics are the best.

30) When we run non-organic app install campaign for e.g. CPA CPI, how can we identify if the traffic is coming from incent or non-incent source?

The dashboard will tell you from the incent campaign, how many downloads are there. Also, on Apple and Google, there’s a section called ‘Sources’ that gives you this information. It’s not entirely accurate. Besides, there are Analytics tools out there that can measure it for you and tell you.

31) In one of our apps, uninstall rate is higher than install rate, but still our installs on active devices in increasing. Can you suggest what could be the reason? 

It could possibly be that the uninstalls are quickly catching up with the increase in the active device numbers, and that should, in some way, come down. If this has been happening for a really long time, then I’m not sure how. But if it’s a recent phenomenon where uninstalls have started increasing and are more than your installs, then perhaps it will take it sometime before your active install figure starts to decline. But eventually, it will have to.

32) If my application receives bad ratings but I still run Facebook and Google campaigns, will it get downloads?

Yes, you will. But obviously, it makes sense to improve the ratings first. Also, a quick hack on iOS is that if you post a new version update, it only shows reviews for the current version and not the previous ones.

33) How many keywords we can focus at a time?

There is a character limit for title, keywords, and description. You can fit as many keywords as possible within this character limit.

34) Is there any way to find out about the most trending keyword on apps, just like the way we have on Twitter about trending hashtags?

Yes, on Apple’s App Store, you can know which are the top searched keywords in your country, if you go to the search page. Google Play Store doesn’t have any such feature as of now.

35) Why are newer apps with low install volume and lower ratings ranked better in play store rankings?

The volume of installs and ratings alone don’t determine the app rank. Many more parameters like the daily volume of downloads, instead of just the total volume till date, uninstallation rate, usage metrics like retention etc. also come into play to decide the ranking of an app on the app store.

36) Google has rules for web SEO to filter out people using malpractices or black hat SEO to rank themselves better. Are there any similar rules in case of ASO too?

There are no such rules as of now. However, Google does these inspections every few months to check for keyword stuffing in the description and also tracks fake reviews. From time to time when they identify such malpractices they reach out to the publisher.

37) Does keyword in the app icon help?

The app icon is an image and not text and therefore it isn’t helpful for getting ranked for a certain keyword.

38) My app is a GST app, and we just have a rupee symbol as our icon. Will it have a negative effect or is it okay?

There isn’t anything wrong with having a rupee symbol as your icon. However, I feel that your app icon should be a little more descriptive. The Rupee symbol itself doesn’t relate to GST.

39) How can we increase retention/decrease the uninstall rate for an app?

To increase retention/decrease the uninstall rate for an app, study why people are not using your app and accordingly make improvements to the product. Low retention and installation rate reflects poorly on the quality of the app and it can therefore only be fixed by making product enhancements.

Originally published on the Exotel blog.

Zara was the latest addition to our sales team at Exotel. Straight out of college, confident, smart and all set to conquer the world. Her attitude is what let us know that she was right for the job.

She spent 3 days with the product and the sales team and boy, was she thorough! The next step was to put her on calls and get her to speak to some customers.

She spent a month talking to our customers. She had some good conversations and was on track with her daily call targets. In spite of feeling positive about her sales calls, she was way off target with her sales target for the month. And to top it all, the hard work and not seeing results made her fall low on confidence.

Sales calls - Harry potter

When we worked with Zara and analyzed her processes and where she went wrong, we realized it was the really small things that let her down.

Like Zara, if you’re a newbie in sales, here’s some gyaan from us on what you can do to be a fantastic salesperson.

Before getting on a call:

1. Research:

I can’t stress the importance of this. Before getting on a sales call, it is necessary to get a fair understanding of the person you’re about to talk to. Like a wise person once said, information is wealth. Make sure you find out absolutely everything you can about this potential customer. Here are some pointers that will help you.

  • Website – This is the best place to understand the client’s business. Who does their business cater to? How can your offering fit in? If you can think of ways your offering will add value in tangible ways, you already have one foot in the door.
  • News Articles, Blogs, and Press Releases –  Look for any news you can find on them, be it on their funding or their hiring or even their campaigns & events. It will give you an insight into the health of the business. Knowing the health of the company can help you determine which way you should direct the sales pitch.
  • LinkedIn – Know the client’s past ventures/jobs, their academic background, their interests, and skills.
    It will help you build a connect and develop your talk points as well.
  • Facebook – Well,  this seems quite stalkerish but if you don’t find enough information from the above sources, this can be your last resort.

sales calls - Modern Family

2. Client’s competitors:

Know who their competitors are:

  • Do their competitors already use your product
  • If yes, what are they using it for?
  • Have they seen benefits after using your product? Do you have a case study to share?

This is a simple tactic that can help you nail the conversation!

3. Always talk specifics:

This is an extension of point 1. When you know what your customer’s business is about, make sure you give them details when you speak to them. Quote relevant case studies, use cases that have been implemented by other companies in the same vertical, etc.

sales calls - haha

4. Good phone and internet connection:

Ensure you ask your customer their preferred mode of communication. If you’re speaking to them over the phone or the internet, make sure your connection is impeccable. Have a backup plan in case your phone connection or internet give way. Make sure you’re in a place that isn’t overly noisy. If you spend half your time asking your customer to speak up or telling them that their voice is breaking, you’re not going to make a good first impression.

Once you have a fair idea of who you’re about to talk to, it’s time to make that call.

During the call:

5.  The right mindset:

The first call should not be made with the intention to sell the product. Rather, it should be done with the intention to merely build a connect with the customer. You just need to understand them, the company and what they require. Remember, you need to be a consultant that the customer trusts and not a salesperson they avoid.

6. Ask the right questions:

One of the key things to do on a sales call is to let the customer talk as much as possible and listen. If the person at the other end of the line is not forthcoming with answers, here are some ways you can understand more about their business and what they’re trying to solve.

For example, these are some of the questions I usually ask the customers

  • What is the problem you’re currently facing?
  • What are your biggest challenges?
  • What does your team structure look like?
  • Who are the teams directly responsible for the problem you’re trying to solve?
  • What have you already tried?
  • How did you hear about Exotel?
  • Will be directly implementing Exotel or is there someone else who will be doing that?
  • Will the final decision be yours?
  • What is the budget you have allocated to this solution?
  • When do you intend to go live?

These are, of course, guidelines for the conversation. When you start talking to the customer, based on the flow of the conversation, you will need to figure out what all you need to ask them.  Do not bombard the customer with questions. Choose your questions wisely.

Prepare specific questions that are relevant to the prospect’s business, industry, and needs. Be ready to listen and comment on what the customer says. Do not throw a battery of questions at the customer. If he wants to go a different direction, follow his lead. He may have a different agenda than you. Top salespeople listen, ask good questions, and leave with action steps for both the customer and themselves.                                                                                                            – Joanne Black, No More Cold Calling

After the call

7. Sum up the call

Once the call is done, shoot an email within 30 minutes! This email MUST contain the customer’s problem statement and your solution in brief along with the necessary videos or product decks. Include fair timelines for follow ups and a call to action based on your conversation with the customer.

8. Follow-ups

Give the customer a fair amount of time to digest all the information you’ve thrown at them. But make sure you follow up in 2-3 days if you do not hear from them.

Every client has a medium they’re most comfortable with. Some will be quick to respond to an email whereas some talk your ears off on a call! Therefore, giving the customer a nudge is critical. For all you know, you’ll figure out something new that’ll help bring to client one step closer to converting.

9. Relax

Lastly, take a deep breath and stay calm. The initial calls might be nerve wrecking but like everything else in life, it is only a matter of time before you master it.

The idea is to sell confidence, and the product will sell itself.

That confidence will come from two things – strong product knowledge and experience from talking to customers.

sales calls - giphyAll this might seem a bit too much to do before every call, but believe me, it takes no more than 5 minutes. Once you get used to the above regime, a 2-minute glance is all it would take to get on a call confidently. Now pick up the phone and start dialing!

Rahul Shrivastava

B2B lead generation is easier said than done. Though there has been much talk on the subject, streamlining the process still proves a challenge for most businesses.

At the end of the day, even though you are trying to market to businesses, you are actually talking to individuals who make decisions for the organization. So how do you convert them into leads that you can nurture? Rahul Shrivastava, Business Development Manager at Cyient Limited, talks about 8 effective B2B lead generation strategies, in our webinar.

Missed the webinar? No problem!

View the recording

If you are in a hurry, then we compiled a list of all the questions that were asked during the webinar!

B2B Lead Generation Strategy [Webinar Questions]

1. What is an approximate cost to host a webinar for your prospects?

The cost will depend on the tool. Different tools have different costs. Besides the cost, one must also consider the bandwidth. What is it that you aim to achieve with your webinars? Is it lead generation? If so, are there people in your company who can do the following?

  • Identify speakers and topics
  • Send out email invites
  • Promote on social media
  • Run ads{optional)
  • Host the session
  • Write the Q&A post of the session
  • Edit the webinar recording
  • And finally, publish it on your blog or website

(Editor’s note: At LeadSquared, we use GoToWebinar which is a fairly expensive tool but there are several cheaper tools out there.)

2. I am working with a bulk messaging, cloud telephony and digital marketing company. What are the best techniques or media to get leads?

Firstly, you have to decide your target market and build a good database of companies that would fall into this target audience. Do a little market research to find out what your competitors are doing, if they have similar kind of services and who their target audience is. And if you are able to figure this out through your research and then build a quality database, you will know who you should target to get good leads.

You can use tools like Leadfeeder or try media like email marketing, remarketing PPC campaigns, social media marketing etc to perfect your B2B lead generation process.

(Learn more about how to run PPC campaigns on Google Adwords)

3. On what parameters do you differentiate between cold, warm, and hot leads?

Over a period of time, I have observed that it is very challenging for a lot of people to differentiate between cold and warm leads. I’ll explain it through an example.

Assume that a lead is interacting with you for the first time, and has signed up for a webinar. This is a cold lead, as he has just entered into your system and might not really know what value you can give him.

But after attending the webinar, if he downloads an e-book or visits your website and spends some significant time on it, then you know that he is interested in you and your business. Now they have become a warm lead.

If after your nurturing and sales efforts, and a couple of meetings, the lead requests for a quotation, then that lead is interested in buying from you. This lead can be called a hot lead.

Lead stages

This is mostly how you can categorize leads based on their behavior. Though this is a general framework and could vary for different business, it is pretty much how it works.

4. Can you help me get some insights for getting leads in the IT services domain, for services like Mobile App Development, Website Development, Digital Marketing etc?

As said before, you need to figure out who your target audience is. If you are developing an app, then look at who would most likely download the app and why and who would most probably need it.

Once the target audience has been identified, you can start building your own database, or get leads by engaging with them on social media. Engage with these leads by sending them relevant emails. Sending emails at the right time also matters.

5. My venture is about Home Decor. I’ve received calls many times where they were selling leads to me. How reliable is that?

These companies generally sell leads to a lot of clients and are not very reliable. But if you still want to go ahead with them, then you can check them out online to see if you can gain any additional insights on them. Or even better, you can ask the people who call you directly to give you some recommendations. If they are able to disclose one or two names for reference, you can always call them up to see how valuable or reliable they are. But if you have any doubts regarding their authenticity, then it’s best to not go ahead with it at all.

6. I am part of an ERP Software company, I would like to know how I can target my market (Natural and Niche)?

A friend of mine who owned a winery also started a small firm that builds ERPs. This was created with the intent of solving a problem within his winery. Soon, he had plans of selling this ERP to other companies, but he wasn’t able to do it so well. That’s when he decided to target wineries like his, who might also have similar problems. As a result, his sales began growing. This was mainly because the ERP could solve specific problems that these wineries had.

The ERP market is currently saturated and there are many companies competing with each other. You either have to differentiate somewhere within your targeting or find some unidentified problem, which your product can help solve.

Once this is done, you can send them relevant content, nurturing emails, webinar invites or anything that you think will push them along the sales funnel and help them convert.

7. What is meant by networking fraternal organization?

Some organizations are established with a mutual understanding between the owners. They either agree to share contacts or profits among themselves. In some cases, the businesses are even run by family members across parallel or complimentary industries. Such organizations are termed as fraternal organizations.

8. You had mentioned that we can speak about customers that we already are catering to, while sending emails. However, I wanted to know if it is important to take the customer’s permission before we mention them in our emails.

Generally, when the size of the company is larger, the risks of a customer complaining about using their name increases. But in smaller companies, it wouldn’t matter as much. But, asking permission from your customers before using their name is a good practice, as this would make them feel that you value their opinion. So irrespective of whether it is a mandate, making a habit of asking people’s permission is always a good idea.

9. What kind of techniques can we apply to social media to increase followers in order to generate leads?

For B2B business, the best social media platform is LinkedIn. You can build connections with your target audience, join groups that are talking about the industry you are in, and add value to the discussions. Go premium to make use of LinkedIn’s wide database. Sending inMail on the platform has also worked at times, just make sure that you don’t come across as creepy or spammy. LinkedIn ads provide you with many targeting options to reach your desired audience.

Facebook and Twitter are also equally relevant for B2B. Create a Facebook page for your business and keep sharing engaging content regularly. Run targeted Facebook ads to improve traffic, conversions as well as to generate leads.

B2b Lead Generation strategies - Fb_ads

(Editor’s plug: Find out how to generate leads through Facebook ads in this guide)

Engage with people on Twitter, use relevant hashtags along with your content to make it easier to find you. Twitter search is a wonderful way to find leads. Search for keywords related to your business to find who is talking what about your business, competitors or industry.

B2b Lead Generation strategies - Twitter_search

10. According to you, who is the best database provider in India and what is the accuracy level of these databases?

There are many database providers all over the world who guarantee that they will give you what you want, but most of the time, they are not as reliable as you would like. If you think about it, LinkedIn has a huge database in itself, from which you can collect data about your leads or your target audience. There are also other good providers such as, OneSource, Hoovers, ZoomInfo, and Jigsaw. I have personally used OneSource and have found it very useful in terms of email, name and even numbers. Additionally, it also gave me insights about the employee profile and research articles on the company.

But these are only short term and not that high in terms of reliability. The best bet would be either LinkedIn, opt-in email lists or even market research through your own efforts.

11. What are the criteria followed by companies to define junk leads? And how can we control the high volume inflow of junk leads?

A junk lead can be someone for whom your business is irrelevant or someone who does not have a current requirement for your product/service. But that does not mean that these are not going to convert in the future.

The inflow of junk leads is something that cannot be predicted. There may be many reasons for this, such as not qualifying the leads before sending it over to sales, not having the right communication with your customers, or having a mismatch in your branding message. But by proper communication and qualification, you can control the number of junk leads that enter your system.

12. I am from a web and mobile application development company and we attend the trade shows like Gitex and more. But there are already many competitors present here. How do we get more leads through trade shows?

Competitors are always going to be present no matter what, and you cannot run away from them. Unless and until you have a monopoly in your target market, you cannot seek to eliminate your competition. All you can try to do is to stand out from your competition. Usually, bigger companies command attention through their brand name and loyal customer following. They also allocate big budgets for these shows and use campaign management tools to increase their visibility.If you are a relatively smaller organization who cannot afford to spend so much on trade shows, there are still ways in which you can collect leads.

Before you attend the show, make sure you gather data on the audience that is going to be coming to the trade show, and what they would be looking for. Only go if your business is in line with the audience’s expectations. You can contact the organizer of the show to take a look at your options. Most of these trade shows allow businesses to set up stalls. You can set one up if it makes sense and is within your budget. Print colorful brochures and interact with the people coming to your stall. Make conversations and have a registration service in place.

B2b Lead Generation strategies - LSQ stall

If you are not planning on setting up a stall, and are looking only to network at these trade shows, then make sure you carry your visiting card along. Exchange cards with people and make connections. Make note of those who seem really interested in your product. After the show is over, always ensure you send an email. This could be an email with a synopsis of your business, or a quote or even a simple exchange of pleasantries, based on the context of your interaction with that lead.

13. Does cold calling work anymore, in terms of B2B lead generation?

Cold calling has reduced drastically over the years, but still, it hasn’t become completely irrelevant. Today, consumers prefer communications that are personal and to the point. Even if you are planning to make a cold call, make sure you have done thorough research on the person/company. If you know how to convince people to spend some time talking to you, then cold calls are still relevant to you. Just ensure that you provide some value to those you call.

14. Can you show any good email that we can have as an inspiration while designing the emailers?

LeadSquared has written the book on email marketing (quite literally). You can take a look at these Email Marketing best practices that our expert learned after over sending over 2 million emails. You can also take a look at this email marketing guide that she wrote.

(If you want to learn more, here are all of LeadSquared’s email marketing posts).

15. How to get more organic traffic for the home repair and maintenance sector?

When it comes to services, especially the home repair and maintenance sector, it is very important to build trust and credibility among your user base. In order to do this, you need to get people to talk about/recommend your services.

These are some things you could do:

  • Run targeted PPC campaigns
  • Increase engagement on social media
  • Offer complimentary/ additional services
  • Run referral campaigns
  • Publish customer reviews on your website.
  • Get listed on public listing forums like Justdial, Sulekha etc.
  • Write blog posts related to the industry and optimize them for relevant keywords

Once people know about you and your business, they will start actively searching for you.

(Read about the story of a home repair and maintenance startup, to know more).

16. While selling IT services what kind of CTA can we add in emails? If you could give some examples, it would be really helpful.

The CTA would vary depending on the goal of your email. Before selecting your CTA, you need to make sure that the message in the email and what you are asking the customer to do make sense. These are the different kinds of CTA you can use for IT services.

  • When you send over educational content, you can use words like ‘Read more’, ‘Find out why’, ‘Learn more’.

B2b Lead Generation strategies - article

  • When you want them to sign up for something like a webinar, use ‘Sign up now’, ‘Join now’, ‘Book a seat’.

B2b Lead Generation strategies - webinar_invite

  • When you want them to download content such as e-books and guides, you can say ‘Download now’, ‘Get your copy’.

B2b Lead Generation strategies - ebook

  • When you want them to take a trial of your product/service,’Try it for free’, ‘Take your free trial’.

B2b Lead Generation strategies - free trial

  • When you want to let them know that their trial is over you can use, ‘Upgrade your account’.

B2b Lead Generation strategies - upgrade

View all previous marketing webinars here.